Low ranking websites on search engine results are bound to have a lower click-through rate (CTR) as compared to those that rank on the the first page of search results. If your website is tucked away on the 6th page of the search results, it is likely that many people launching organic searches are not viewing your website.

Search rankings and CTR are connected, so an optimised website that fails to get sufficient website clicks will lead to a drop in your search ranking. It is important to understand organic CTR and the various ways to improve clicks.

What is Organic CTR?

Organic CTR are the number of clicks a search result receives, divided by the number of times it is viewed on the search engine results page. In short, it is a calculation of the percentage of website visitors based on a given keyword query.

Ways to Improve Organic CTR

Use Relevant Content

People click on a link that has engaging content and suggests that visiting that particular web page will give a solution to a problem. Relevant and informative content can help your business stand out in search results. Resonating with your target audience’s intent can have a positive impact on CTR.

Validate Long-Tail Keywords

Identifying long-tail keywords related to your business and integrating them into your web content helps to increase the number of clicks from organic searches. Unlike single keywords, long-tail keywords are more specific to a product or service and have a relatively lower search volume.

Long-tail keywords target a specific niche audience, making them less competitive than generic keywords. That means that the chances of ranking higher in search results and number of qualified clicks both increase. People launching such queries have a specific intent and it is those clicks that are bound to lead to conversions. For example, a small gift shop cannot compete with keywords such as ‘wine gift’, however it can rank higher on specific long-tail keywords such as ‘personalised wine bottle for him’.

Use Descriptive URLs

The URL of your website appears on the search results page and using descriptive words such as your long-tail keywords can help to improve the CTR. Branded links create an element of trust, eliminating the risk of spam. The length of your URL is also important. Long URLs make it difficult for people to read, resulting in fewer clicks.

Categorising the content on your website is also essential and adds more keyword opportunities. For example, when publishing blogs it is important to categorise them, as it helps an individual who has launched a query to be sure that the content on that web page is related to what they are searching for.

Optimise Meta Descriptions

Meta descriptions are a brief summary of what your web page has to offer. Search engines display this snippet when a search query related to your keywords is launched. Optimised meta descriptions highly influence the rate of clicks to your website.

Create meta descriptions that are unique, match with the content on your web page, and include at least one keyword and a call-to-action (CTA).

Measure Current CTR

Collect and analyse data related to your CTR for web pages. Reports from search engine tools such as Google Analytics give you insight on the average search engine results position, CTR, clicks and impressions. Reports on bounce rates, conversions and clicks for each web page are also essential. These reports will help you determine which pages have a low CTR for better decision making.